Demonstrating global climate leadership in Europe

The Nature Conservancy, Europe

The Nature Conservancy is a global environmental nonprofit working to create a world where people and nature can thrive. The organisation was founded in the US and has grown to become one of the most effective and wide-reaching environmental organisations in the world. Now, it has set off on a mission to consolidate its impact and grow its influence across Europe.

Results and impact:

Demonstrating global climate leadership in Europe

Challenge: low brand awareness or credibility in Europe

The Nature Conservancy (TNC) is a global NGO with major influence on nature protection and restoration around the world. However, despite its impactful programs across Europe, including advocating for river protection in the Balkans and helping farmers fight droughts in Spain, TNC had low brand awareness or credibility in Europe.

Solution: raising the profile through a thought-leadership strategy

Greenhouse developed a detailed thought-leadership strategy to raise TNC’s profile and that of its key spokespeople. Taking advantage of major policy moments, including the EU’s Nature Restoration and Deforestation Laws and the RePowerEU Plan, we developed bespoke pitches, op-eds and social media posts, increasing engagement with TNC’s target audiences and growing awareness of the NGO across Europe.

Results: over 350 thousand impressions on social media

Greenhouse implemented a targeted thought-leadership strategy, helping TNC build relationships with the media, securing impactful and wide-reaching coverage. Overall, we secured 23 articles, including in 7 nationals, as well as 2 op-eds and 2 podcast opportunities, leading to 374k views of our coverage. Our paid media campaign led to significant growth on TNC’s channels, with 429 new followers on LinkedIn and more than 350k impressions on targeted posts.

Impact: amplification during significant policy moments

Media coverage and high engagement on social media led to impactful engagement with target audiences across TNC’s focus areas. Our communications support was pivotal to amplifying TNC’s key messaging during significant policy moments – even leading to Franz Timmermans thanking TNC for it’s role in emphasising the importance of the Nature Restoration Law ahead of a crucial vote. Our op-ed in Alliance Magazine also led to a response from Andre Hoffman, starting a meaningful conversation on the role of philanthropy to reach global biodiversity targets.

What we did

 

Nature Restoration Law

 

During the negotiations on the Nature Restoration Law, Greenhouse secured top-tier coverage, emphasising the importance of the bill, while also building Noor Yafai’s, TNC’s Europe Director of Global Policy, profile, spotlighting her as an expert and credible voice on European climate policy. Greenhouse produced media statements for Noor, and briefed top journalists, countering the opposition against the law and influencing the media conversation. Our media engagement led to Franz Timmermans’s team reaching out to Noor to thank her for her contribution to the media coverage on the topic.

Climate finance, extreme weather & renewable energy siting

Greenhouse supported TNC Europe in building its credibility and recognition across Europe in three additional focus areas: climate finance, extreme weather and renewable energy. We secured impactful coverage in outlets such as CNBC and authored insightful op-eds in Alliance and Euractiv, placing these key issues under the spotlight while also demonstrating TNC’s thought-leadership. Greenhouse also developed a policy brief on accelerating green energy in Europe.

Building TNC Europe’s profile on social media

After conducting a comprehensive social media landscape audit, Greenhouse developed a digital strategy, focused on helping TNC to expand its reach to the European market, growing its community across the region.

The strategy got European public institutions, industry stakeholders and influencers to follow and engage with TNC’s profile and that of its priority spokespeople.

Thought-leadership content on LinkedIn, as well as our paid-media campaign led to impressive growth for TNC. Engagement in content for Marianne Kleiberg, TNC’s Regional Managing Director for Europe rose by 300%. TNC’s channel gained 90% more new followers during the campaign period versus our initial KPIs.

What our clients say:

“We’ve had the pleasure to work with several different Greenhouse teams over the past year. The team’s knowledge of nature and climate topics, media, and influencers overall is a huge benefit.”

Bridget Nurre Jennions – Director of Marketing & Communications for Europe The Nature Conservancy